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Immediate Update 3- Issue 67: Putting up a website is like winking in the dark |
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Dear Reader, We have discussed some benefits of using a WEBmercial. First is testing and affordability. Most serious and reasonably funded businesses can manage the cost of producing a website, and along with that some kind of plan and funds to advertise. Next if the business is going to sell directly to a customer they have to test the market and find successful ways to continue selling their products or services. This is basics 101. During the dot com gold rush hundreds of new businesses were richly funded but relied solely on the internet to advertise their product-equally the same number of businesses failed. They ignored the FACT that most consumers found products through print, television, radio, word- of-mouth, outdoor signs, numerous methods of advertising-NOT THE INTERNET ONLY!
Today hundreds of businesses spend hundreds of thousands of dollars
creating INFOmercials for TV with no clue of what drives their
product's sales, just hope and faith that it sells, or they can figure
out "after the fact" how to improve upon poor performances. The Paid
Programming Industry thrives on wild-eyed entreprenuers who "go for
the gold" with no real testing, proving, or methodical approaches to
marketing and selling. I can't tell you how many expensive videos are
sitting on thousands of businesses shelves gathering dust (not GOLD
dust) that have failed. Further, INFOmercial marketing is for products
or services that are unique, not sold in stores, demonstrable, and
rich with benefits and features. It requires more than 120 seconds to
tell the story and sell the product. If your product is a ME-TOO
product, then there has to be something about it that is different,
unique, and not available anywhere else. A new and innovative product
is the key and prime candidate for a half hour show.
Short TV spots such as 60 or 120 seconds are great for reaching
thousands of potential customers, but they have built in limitations:
Due to these limitations many products and services that are worthy of
national sales cannot be showcased through short TV spots. Relying on
impulse purchasing and low pricing just doesn't fit many products
financial requriements.
Selling your products directly in 60 or 120 seconds is a great and powerful pathway, but few offers really make sense when utilizing the short spot commercial.
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obvious and limiting FACTabout radio is products or services that
require demonstration or take time to explain are exiled from this
medium. Further, most people are doing something else (like driving
their car) when they listen to radio, so they are not in a position to
respond RIGHT NOW to your offer. This is why radio takes frequency,
repetition of your offer heard many times by the same person, before
they respond and buy. Fortunately radio spots are low cost and they
reach thousands of loyal listeners-so radio is a great medium for DR.
It has limitations especially for demonstation products and for offers
that require more time to "tell and sell" than 60 seconds.
TV INFOmercials, TV short spots, and
Radio short spots are all effective selling machines but each type of
commercial has limitations. Unfortuantely MOST products/services
simply do not fit The Successful Profile of these selling direct
response mechanisms. However, electronic selling is the
most powerful way to introduce, brand, and sell products both
domestically and internationally. Certainly the big brands and Fortune
Five Hundred companies prove this assertion day in and day out-365
days a year. MOST of them do not even sell products directly on TV or
radio. They stand outside of the DR formats and limitations, they just
advertise well crafted messages aimed at influencing you at some time
in the future. CONTINUED NEXT ISSUE!
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phone: 720-406-1177 Toll Free: 888-395-5438 |
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